How to Use Digital Marketing Solutions for Better Returns

Businesses are seeking innovative strategies to engage customers and drive sales using digital marketing solutions.

Digital Direct Marketing Technology
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Among the digital marketing tools available, email, SMS, and push marketing have emerged as main channels, offering distinct advantages for businesses.

Let’s delve into the benefits of each:

Email Marketing:

Email marketing remains a cornerstone of digital communication, providing businesses with a direct line to their customers’ inboxes. The benefits of email marketing are manifold:

Cost-Effective Communication: Sending emails is relatively inexpensive compared to traditional advertising methods, making it an ideal choice for businesses operating on tight budgets.

Personalization: Emails can be tailored to suit the preferences and behaviors of individual recipients, fostering a more personalized and engaging experience.

Measurable Results: Email marketing platforms offer robust analytics tools, allowing businesses to track metrics such as open rates, click-through rates, and conversions, thereby facilitating data-driven decision-making.

Automation: Automation features enable businesses to streamline their marketing efforts by scheduling emails, segmenting their subscriber lists, and delivering targeted content based on predefined triggers.

SMS Marketing:

With the ubiquity of mobile devices, SMS marketing has emerged as a potent tool for reaching customers on the go. The benefits of SMS marketing include:

Instantaneous Delivery: SMS messages are delivered instantly, ensuring that promotional offers and important updates reach recipients promptly.

High Open Rates: SMS boasts exceptionally high open rates, with the majority of messages being read within minutes of receipt, making it an effective channel for time-sensitive promotions.

Opt-In Engagement: SMS marketing relies on recipients opting in to receive messages, ensuring that communications are targeted to an audience with a genuine interest in the brand.

Concise Messaging: With character limits enforced for SMS messages, businesses are compelled to craft concise and impactful content, maximizing the effectiveness of their communications.

Push Notification Marketing:

Push notifications have emerged as a powerful tool for engaging users across web and mobile platforms. The benefits of push notification marketing include:

Direct Engagement: Push notifications enable businesses to deliver messages directly to users’ devices, facilitating instant engagement without the need for email addresses or phone numbers.

Real-Time Updates: Push notifications can be used to deliver real-time updates, such as order confirmations, delivery notifications, or breaking news alerts, keeping users informed and engaged.

Enhanced Visibility: Push notifications appear prominently on users’ screens, ensuring that important messages capture their attention amidst the sea of digital distractions.

Geotargeting Capabilities: Advanced push notification platforms offer geotargeting capabilities, allowing businesses to deliver location-based messages tailored to users’ specific whereabouts.

Claudia Ratterman, Director Analyst at Gartner, in a recent report, said investment in Generative AI for marketing supports the development and testing of new ideas and automates the production of content and creative materials. Special uses of generative AI, such as conversational marketing, use generative models to humanize customer interaction.
AI and digital marketing trends Gartner report

Impact of Omnichannel Marketing on Indian E-commerce

Omnisend, a leading digital marketing platform serving over 100,000 merchants globally, has released a study on benefits of omnichannel marketing strategies among Indian e-commerce businesses in 2023.

The study, which analyzed nearly 1 billion messages sent by Indian e-commerce entities in 2023 encompassing email, SMS, and push notifications, sheds light on the substantial impact of diversified marketing approaches.

The messages evaluated in the study translated into over a million sales in India, contributing to an impressive revenue of more than ₹2.7 billion for Omnisend’s Indian clients. Omnisend does not name its clients in the e-commerce business.

Greg Zakowicz, an ecommerce marketing expert at Omnisend, said navigating the myriad paid channels while adhering to budget constraints poses a significant challenge for businesses. He emphasizes the importance of prioritizing proven marketing tactics, advocating for omnichannel strategies leveraging email, SMS, and push notifications.

Greg Zakowicz asserts that such approaches led to a staggering 500 percent increase in conversion rates. Furthermore, the integration of automation into these strategies resulted in even more promising outcomes.

Automation Revolutionizes Marketing Performance:

The study underscores the pivotal role of action-triggered or automated messages, which outperformed scheduled campaigns by up to a hundredfold. Automated messages, deployed in scenarios such as cart abandonment, newsletter registrations, or product restocks, demonstrated remarkable effectiveness.

Specifically, the click-to-conversion rates for automated emails surged from 0.3 percent to an impressive 44 percent, while SMS experienced a substantial increase from 0.5 percent to 3 percent. Push notifications exhibited an astounding improvement, with conversion rates skyrocketing from 6 percent to a staggering 80 percent.

Industry Insights:

Consumer Electronics, Beauty & Fitness, and Food & Drink emerged as the top-performing sectors in email marketing, boasting click-to-conversion rates of 29 percent, 26 percent, and 25 percent, respectively. Conversely, industries such as Sports, Business & Industrial, and Computers reported relatively lower conversion rates.

Greg Zakowicz highlights the multifaceted factors influencing industry-specific results, including messaging frequency, content relevance, and the prevalence of automated campaigns.

Evolving Omnichannel Strategies in 2024:

In light of these findings, businesses are urged to refine their omnichannel marketing strategies for optimal results in 2024. Key recommendations include diversifying communication channels, prioritizing automation, and cultivating expansive customer lists across various platforms.

Moreover, optimizing email templates for enhanced conversion rates through value-added propositions and social proof elements is emphasized as a crucial step toward maximizing marketing efficacy.

Methodology:

The report’s findings are based on the analysis of over 23 billion marketing emails, 175 million SMS, and 266 million web push messages sent by Omnisend merchants in 2023. Data from various regions, including the UK, France, Germany, Spain, and Italy, were incorporated to provide a comprehensive overview. Conversion rates were calculated based on attributed orders compared to the total volume of emails, SMS, or push messages sent, while click rates were determined by analyzing clicks relative to the total messages dispatched.

In conclusion, email, SMS, and push marketing each offer unique advantages for businesses looking to enhance their digital presence and drive customer engagement. By leveraging these channels effectively, businesses can cultivate meaningful relationships with their audience while driving sales and fostering brand loyalty in an increasingly competitive marketplace.

Baburajan Kizhakedath

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